Not respecting or trusting Apple is a valid position to have. Not sure why people would down vote this.
It's clear that Apple uses the feelings of trust and respect in their marketing campaigns, but this is just a calculated strategy that works for them. As a company, they are like most companies - they desire to create and maximize revenue streams. To the extent that they value trust and respect they actually value customer perceived trust and respect as it relates to their marketing strategies.
Tl;Dr if they think they can get away with things that are customer hostile without tarnishing their marketing image they'll do it. They will take calculated risks here as well.
Examples:
Apple will hold a monopoly on iOS for books and this is fine: https://www.techemails.com/p/ibooks-is-going-to-be-the-only-...
Apple forces a 30% fees on subscriptions, negotiates with Uber (and presumably others) to pass this cost directly onto the user in cases where the margin is so low the 3rd party cannot economically eat the fee: https://www.techemails.com/p/lets-take-a-cut-of-membership-p...
iMessage is exclusive to iPhone because they fear that parents may buy Android for their children over iPhones if the app was available on both - which obviously indicates that the dark UX treatment of non iMessage sms (green bubbles) is an intentional segmentation of the messaging ecosystem designed to bring users to the iphone thru social effects. Any platitudes to security are purely marketing. https://www.techemails.com/p/imessage-for-android
Apple is a company, their users are revenue streams, trust and respect matter in terms perspective not in terms of meaningful action. They will do things that put their trust/respect at calculated risks to maximize revenue.
Folks thinking otherwise are pleasantly naive - it is totally reasonable to question Apple's actions and motivations.